Retail media forecast to reach one-fifth of ad spend by 2030

Retail media is projected to generate more than 300 billion dollars by 2030, representing around 20 percent of total global advertising revenue, according to new research from Omdia. The forecast underlines the rapid growth of the sector as more retailers and brands embrace first-party data-driven advertising.

Maria Rua Aguete, Senior Research Director, Omdia: "The retail media landscape is experiencing unprecedented expansion as retailers recognize the substantial revenue potential of their customer data and digital real estate. With projections showing retail media capturing one-fifth of all advertising spend by the end of this decade, we’re witnessing a fundamental shift in the advertising ecosystem."

First-party data drives retail media growth

Retail media networks allow brands to advertise across retailers’ digital platforms using customer data. The model has become increasingly attractive as marketers seek alternatives to traditional channels constrained by privacy regulations and the loss of third-party cookies.

Key drivers of growth include retailers diversifying revenue streams, brands demanding measurable return on investment, and advances in technology enabling more sophisticated targeting and reporting.

Omdia insights at IBC2025

Omdia will present its retail media findings at IBC2025, where it returns as Official Research Partner for the third year. The event takes place from 12–15 September at RAI Amsterdam.

Maria Rua Aguete: "As with other digital advertising transformations, retail media represents a major opportunity for media companies to diversify revenue streams. This trend aligns with our broader research showing the advertising video market is set to reach 400 billion dollars by 2028."

Jo Mayer, Head of Marketing, IBC: "We’re delighted to welcome Omdia back to IBC as our Official Research Partner for the third consecutive year. Their trusted insights and expert analysis help shape meaningful industry conversations and drive informed decision-making. As retail media reshapes the future of advertising, we look forward to showcasing Omdia’s latest findings at IBC2025."

Competition in the sector is expected to intensify as established players and new entrants invest in innovation, creating further opportunities for brands to engage consumers along the shopping journey.

omdia.tech.informa.com

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